An information communication method is provided for transmitting a signal using a change in luminance. The method includes determining a pattern of the change in luminance by modulating the signal to be transmitted, and transmitting the signal by a light emitter changing in luminance according to the determined pattern, wherein the pattern of the change in luminance is a pattern in which one of two different luminance values occurs in each arbitrary position in a predetermined duration. In the determining, the pattern of the change in luminance is determined so that a luminance change position in the duration is different for each of different signals to be transmitted, the luminance change position being a position at which the luminance rises or a position at which the luminance falls.